MANAGEMENT OF THE DEVELOPMENT OF ENTREPRENEURIAL STRUCTURES IN THE INTERNATIONAL ECONOMIC ENVIRONMENT THROUGH SELF-MANAGEMENT AND LEADERSHIP CRISIS COMMUNICATIONS

Abstract

The purpose of this research is to develop and substantiate an integrated approach to managing the development of entrepreneurial structures in the international economic environment, based on the synergistic interaction of executive self-management and leadership practices of crisis communications. The research methodology is based on a systematic analysis, strategic and crisis management methods, a comparative approach, and a generalization of domestic scientific sources. The existing literature reveals that modern entrepreneurial structures operating in international markets face increasing pressure from volatility, geopolitical instability, and rapid digital transformation. These challenges require a new managerial paradigm that goes beyond traditional strategic planning and incorporates individual leadership competencies. Self-management of a leader encompasses time management, emotional regulation, priority-setting, and personal effectiveness - competencies that directly determine the quality of managerial decisions under uncertainty. Crisis communications, as a leadership practice, form the basis for maintaining stakeholder confidence, preserving organizational reputation, and coordinating collective action in adverse conditions. Scientific novelty: for the first time, an integrated approach is proposed that combines executive self-management with leadership practices of crisis communications; their synergistic interaction is substantiated as a key factor in enhancing the adaptability, resilience, and competitiveness of entrepreneurial structures under conditions of global uncertainty. The results of the study confirmed that the synthesis of executive self-management with effective crisis communication practices enhances the adaptability of entrepreneurial structures and their competitiveness in the context of globalization and digitalization. A conceptual three-level model of integrated leadership is proposed, which reflects the relationship between self-management competencies, crisis communication tools, and organizational development outcomes. The practical significance lies in the possibility of applying the developed conceptual model to improve the efficiency of managerial decision-making and organizational development of enterprises in international markets. The proposed approach provides a framework for practical implementation in managerial training programs and corporate governance systems.